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80% of the ad industry’s talent payments pass through Extreme Reach’s digital doors. Now it wants to handle logistics for creators and brands.

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80% of the ad industry’s talent payments pass through Extreme Reach’s digital doors. Now it wants to handle logistics for creators and brands.

Their compensation for that ad was almost certainly handled by Extreme Reach (XR).

Through its platform XR Pay, the company–which describes itself as “the OG of ad ops innovators”–is responsible for around 80% of all talent payments made across the advertising industry. Those payments add up to a total of more than $1.5 billion annually.

“Creator advertising spending in the U.S. exceeded $37 billion in 2025, with 48% of brands now considering creators a ‘must have’ in their marketing mix,” XR says. “But the financial systems behind that growth haven’t kept pace. Brands and agencies often juggle four or five different platforms and tools, with creators often paid through Venmo and other consumer apps, bypassing accounts payable processes, proper onboarding, and tax documentation.”

That’s where XR Pay for Creators comes in. XR says its new creator-industry-specific platform will centralize and simplify the entire partnership process for brands, agencies, and creators.

“If we look at how [creator/brand deals] are done today, a lot of platforms out there are really built for discovery,” Graham McKenna, XR’s CMO, tells Tubefilter. “They’re built for helping brands and agencies find creator talent to partner with for their products and their campaigns. But they’re not set up to process payments.”

They also aren’t set up to record vital information like contract specifications and deliverables, or to help everyone involved fill out the correct tax documents.

Frank DeVito , President and COO of XR Pay, adds that when XR was doing research about the creator industry, it spoke to numerous agencies and brands about their needs–and creators’.


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